Designed to be used in situations where the goal is to elicit a specific and immediate action from a user who views the Online ad, Pay-For-Performance (PFP) ad campaigns have also increased in popularity as recessionary budgets have challenged marketers to deliver more immediate ROI from their Online advertising budgets.

The document, which was developed by both IAB Canada’s Publisher and Agency Councils, includes:

Proven practices for creating impactful PFP ad creative;

Factors to consider when adding targeting parameters to PFP campaigns;

Best practices for set-up, tracking and optimization of PFP campaigns beyond the “click,” to conversion events or sales;

Advice for minimizing PFP delivery and reporting discrepancies; and,

A host of additional tips designed to maximize efficiencies within PFP ad campaigns.

“The goal in creating IAB Canada’s new Pay-For-Performance Ad Guidelines was simple,” says Gino Coutu, Vice-President, Business Development, Rogers Digital Media and initiator of the project within IAB Canada’s Publisher Council. “Standardize as many elements as possible within the PFP buying, selling, delivery, tracking and reporting process, so that professionals on both sides of the PFP equation can concentrate instead, on innovating around technology, strategy and creative.”

Scott Atkinson, Director, Digital Solutions with Media Experts, and a key contributor on the initiative from IAB Canada’s Agency Council, agrees: “By following the basic rules of engagement detailed within IAB Canada’s new PFP Ad Guidelines, even experienced PFP marketers should be able to realize enough efficiencies to allow them more time to focus on the benefits that come from testing and optimizing around ad format, ad messaging, ad placement and conversion processes.”